Interns' development is crucial to all parties. How do we offer our interns the best program?

The PR internship has evolved into more than just a way to keep busy over the summer. It is the foundation of a PR career that gives that individual a competitive edge when searching for that first job after college.

The combination of stimulating client account work, textbook and hands-on learning, performance measurement via a development plan methodology, and the opportunity to apply what's been learned in a real-life setting, is the formula that will best prepare the intern for the next step in his or her career.

The internship should offer a platform for speaking up to suggest program improvements. To keep the company's pro- gram fresh and competitive, it's also vital to know whether or not the interns' time was well spent during the internship.

A successful PR internship will serve to develop strong communications skills and increase the individual's understanding of the PR industry as a whole from a practical perspective.